P Diddy unveils biggest-ever advert in New York's Times Square to launch his new fragrance - pictures

P Diddy has unveiled a new massive billboard of himself in New York's Times Square - thought to be the largest-ever to hang there.

P Diddy has unveiled a new massive billboard advertisement of himself in New York's famous Times Square - thought to be the largest-ever to hang there.

The rap star, previously known as Puff Daddy and real name Sean Combs, is promoting his new Sean John men’s fragrance called I Am King.

The scent follows his massive-selling Unforgiven.

The advertisement has replaced the already iconic Sean John ad, which showed the I'll Be Missing You star posing with his fist in the air.

In a statement, Combs said: "I am really proud of the new billboard and of the message that it conveys to everyone who gets to see it."

The new fragrance however is described as: "An untraditional fresh fruity woody scent, I Am King combines clean notes with sensual fruits and warm skin nuances. Impossible to ignore, I Am King subtly surrounds the wearer in fresh comfort and attracts women to encounter its power."